Pearson Edexcel International Advanced Level
Monday 8 January 2024
Morning (Time: 2 hours) Paper
reference WBS11/01
Business
International Advanced Subsidiary
UNIT 1: Marketing and people
Source Booklet
Do not return this Booklet with the question paper.
Turn over
P73477A
©2024 Pearson Education Ltd. *P73477A*
S:1/1/1/
Source for use with Section A
Extract A
About Meqnes
Entrepreneur Kamal Jahid was born in Morocco and later studied in Poland. He started
his business, Meqnes, in Poland with his friend, David Liebers. They both had an interest
in fashion and shared a passion for style and elegance.
Meqnes started by producing travel bags which continue to be its best-selling product. 5
They are handmade from the finest Moroccan leather using skilled craftsmanship.
Demand for the bags continues to grow.
Meqnes now sells a range of elegant fashion products, and the brand is recognised
internationally. Its belts and laptop cases are growing in popularity. Every product is
hand-stitched by skilled workers using high quality materials, which can be personalised 10
with the owner’s name or initials on request.
During the global health crisis Meqnes started to produce face masks. For every mask
sold Meqnes donated another mask to a senior citizen in Poland.
Meqnes’ product portfolio includes:
• travel bags 15
• belts
• face masks
• laptop cases
• scarves
• credit card holders. 20
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Sources for use with Section B
Extract B
Ethical behaviour in the fast-food market
The fast-food market has been criticised over the years for poor ethical behaviour.
Some fast-food businesses are attempting to improve their image by using emotional
branding to market themselves as responsible businesses that care for the environment.
Many fast-food businesses now refer to social objectives in their publicity and 5
advertising campaigns.
McDonald’s has announced a commitment that 100% of its packaging will come from
renewable or recycled sources by 2025. Burger King has promised to help protect the
rainforests that are being destroyed to make way for farm animals. KFC announced it will
donate any food that would have been wasted to charitable causes. 10
Extract C
Global revenue for the fast-food market 2019–22
700 $691 bn
$663 bn
650 $636 bn
$611 bn
600
550
Revenue ($bn)
500
450
400
350
2019 2020 2021 2022
Years
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Turn over
Extract D
Global fast-food market share 2020
Global
Fast-food brand
market share
McDonald’s 21.4%
Starbucks 7.5%
KFC 2.8%
Subway 2.8%
Domino’s 1.6%
Pizza Hut 1.2%
Burger King 1.2%
Others 61.5%
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Sources for use with Section C
Extract E
About Google
In 1995, students Larry Page and Sergey Brin began the Google story at Stanford
University. Working in their student rooms, they created a search engine that was
originally called Backrub. Today, Google provides hundreds of technology services and
products that are used by billions of people across the globe. These include YouTube, 5
Android, Gmail and Google Search.
Extract F
Benefits for Google employees
The benefits Google offers to its employees rank amongst the best of all businesses. One
of its goals is to create the happiest workplace in the world. It offers a wide range of
financial and non-financial benefits to employees that include:
• healthcare, pension and retirement benefits 5
• work from home and other flexible working arrangements
• free lunches and snacks
• access to gym and fitness equipment
• the 80/20 rule that allows employees to dedicate 80% of time to their job and 20%
working on passion projects that they believe will help the business 10
• three months, unpaid time off, to work with non-profit organisations and
community projects
• bring your dog to work in some offices.
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Turn over
Extract G
The average yearly software engineer salary at Google compared to its
main competitors
Average software engineer salary
Business
(base salary + bonus)
Microsoft $136 877
Facebook $119 905
Apple $172 560
Google $138 913
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